Communicating public transport in the digital age: Impact of digitization on current and future traveler groups’, attitudes, satisfaction and travel behaviors

This project has examined how public transport providers in Sweden use digital communication tools, the challenges they face, and what motivates them. We have also explored passengers’ attitudes and behaviours, as well as what motivates them to travel by public transport. Based on interviews with public transport providers from Sweden’s three metropolitan regions, we find that the operators see significant potential in digital solutions to improve their services, increase ridership, and meet the needs of all passengers. However, they also face challenges in implementing digitalisation. The findings show that Swedes, on average, are fairly satisfied with public transport. Older adults are somewhat more satisfied and experience less stress when travelling by public transport. However, seniors are not primarily motivated by environmental concerns and struggle with the increasing digitalisation of the sector.

The results also indicate that seniors, young people, car users, and public transport passengers hold differing perceptions and expectations regarding digital channels. Regardless of the channel, clear communication about the benefits and conditions of various public transport offers is essential—particularly for car users who are not fully familiar with these services. The findings highlight the need for operators to take into account the requirements of older passengers by, for example, providing both digital and analogue solutions, such as senior tickets, postal correspondence, and the retention of certain physical ticket offices. Breaking established norms and reforming existing policies and infrastructure that underpin unsustainable car use requires more than merely improving the quality and digitalisation of public transport. For the sector to harness the full potential of digitalisation and deliver a seamless customer experience, it must engage all relevant stakeholders and work towards integrating information channels across regions and modes of transport (for example, regional and local buses and rail services). It is also important to ensure sufficient long-term budgetary and time planning for the development, testing, and implementation of digitalisation initiatives.